The interviewer is screening for your ability to think strategically about budget allocation, prioritize based on measurable outcomes, and understand the distinct roles of ATL (awareness) and BTL (conversion) in the Philippine consumer landscape.
Start by stating that allocation depends on campaign objectives, target audience media habits, and product lifecycle stage. Then walk through a hypothetical or past example where you split the budget with clear percentages, justify each choice with data or logic, and mention a contingency plan. End by explaining how you'd track performance to reallocate if needed.
Situation
In my previous role as an assistant brand manager for a local beverage company, we had a PHP 1.5 million budget for a regional launch of a new iced tea variant targeting Gen Z.
Task
I had to propose a channel mix that would maximize reach and trial within the budget, balancing digital ATL to build awareness and BTL activations to drive in-store conversion.
Action
I allocated 60% to digital ATL (Facebook/Influencer) because our target spent 4+ hours daily on social platforms, 30% to BTL (university sampling, pop-up booths in high-traffic malls), and kept 10% as contingency. I justified each line item with projected reach and cost-per-engagement, referencing past campaign data. I negotiated with a local micro-influencer agency to get bundled rates for 20 creators instead of paying per post.
Result
The campaign achieved 2.5 million impressions (10% over target) at a cost per engagement 15% under benchmark, while the BTL activations generated 3,000 product trials and a 12% conversion rate at retail partners within one month.
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